20 24 ANNUAL REPORT
VISIT DENVER
The Convention & Visitors Bureau
Bringing Visitors and Conventions to Denver Since 1909
MISSION:
To bring conventions and leisure visitors to Denver for the economic benefit of the City, the community and our partners
DENVER TOURISM & CONVENTIONS BY THE NUMBERS
2024 HIGHLIGHTS
RECORD
$10.3 BILLION IN VISITOR SPENDING 9.6% above 2023 spending
RECORD
37.4 MILLION VISITORS 3% above 2023 visitation 379,277 CONVENTION DELEGATES on par with 2023 attendance
1,089,327,091 ADVERTISING IMPRESSIONS FOR DOMESTIC LEISURE AND CONVENTIONS ADVERTISING
$154 MILLION IN ADVERTISING VALUE
CREATED BY MORE THAN 8,100 DENVER MEDIA PLACEMENTS AROUND THE WORLD
27 DENVER RESTAURANTS
RECOGNIZED IN THE MICHELIN GUIDE’S SECOND COLORADO EDITION
Cover photo by @captaincoloradophotography
Tourism in Denver was very successful in 2024, even as the city met new and lingering challenges head-on. Leisure travel broke all previous records, convention attendance kept pace with 2023 and the organization exceeded all its City goals. VISIT DENVER introduced a new 10-year plan – the Denver Tourism Roadmap – that will guide the organization’s destination development priorities for years to come.
Travel demand across most sectors has normalized, returning to modest pre-pandemic annual growth rates, and travelers continue to plan future travel with a sense of optimism. Locally, while the city’s tourism product continues to grow, it also faces some not-insignificant headwinds. Our partners continued to struggle with workforce shortages and high costs and the city continued its ongoing efforts to improve downtown and overcome safety concerns.
Overall, VISIT DENVER found itself on familiar footing in 2024, with nearly all business indicators headed in a positive direction, while certain sectors, including transient business and international visitation, still climb back to 2019 levels.
Of course, the work is never done. The team and Board remain committed to continuing this success and managing any challenges that come our way. This report offers us a chance to reflect on a job well done.
SOME OF THE HIGHLIGHTS OF THE YEAR INCLUDE:
• In its first year open, the Bluebird Ballroom, part of the expansion of the Colorado Convention Center, welcomed 24 groups worth $285 million in economic impact, with many more future bookings.
• VISIT DENVER’s summer tourism campaign had one of its highest Return on Investment ever, generating $217 in direct spending for every $1 spent on advertising.
• Denver welcomed 37.4 million visitors in 2023 (the latest figures available), a 3% increase over 2022 and exceeding all previous records.
• The Michelin Guide – the world’s most respected restaurant review source – recognized 27 Denver restaurants in the second year of its Colorado Guide.
• VISIT DENVER introduced the Mile High Drone Shows during the holiday season – 40 nights of spectacular lights!
This annual report will give you many more details on the successes and efforts of our dedicated team of professionals at VISIT DENVER. None of this would be possible without the help of our nearly 1,200 partners and our strong relationship with Denver Mayor Mike Johnston and the Denver City Council.
On behalf of the Bureau staff and the VISIT DENVER Board of Directors, thank you for your support and we wish you continued success in 2025.
Brent Fedrizzi President, North American Regional Offices
AEG Presents
2024 VISIT DENVER Board Chair
Richard W. Scharf
President & CEO, VISIT DENVER
CONGRATULATIONS TO RICHARD W. SCHARF! President & CEO, Richard W. Scharf was honored with Denver Business Journal’s 2024 Most Admired CEO Pinnacle award, given to a CEO who drives success and change at their business and within the Denver metro community.
VISIT DENVER LAUNCHES NEW 10-YEAR TOURISM ROADMAP
In 2024, VISIT DENVER created a new Denver Tourism Roadmap, a long-term destination strategic plan that guides the organization’s approach to product development. The VISIT DENVER leadership team and Board, along with input from more than 1,000 stakeholders, created this new plan, building on the lessons of the previous 2016 version as well as the learnings from the COVID era.
VISIT DENVER worked on the Roadmap with NextFactor, the leading industry consulting firm for destination master plans and the same organization that helped build the original plan in 2016.
THE NEW 2024 DENVER TOURISM ROADMAP, LIKE ITS PREDECESSOR, HAS GONE THROUGH A RIGOROUS SERIES OF INPUTS AND STRATEGIC PLANNING SESSIONS, INCLUDING:
• VISIT DENVER board input on initiatives for the new report
• NextFactor’s DestinationNext community input survey that was completed by more than 250 stakeholders
• 12 sector-specific focus groups across leisure and hospitality sectors attended by nearly 120 participants discussed ranking of areas of focus and discussion and big ideas
• Input from 17 members of VISIT DENVER’s Convention & Tourism Advisory Board, who offered a unique outside perspective of the city’s hospitality industry
• 21 one-on-one, in-depth interviews with stakeholders and elected officials including members of Denver City Council and Mayor Mike Johnston
• Resident sentiment survey that polled nearly 620 people citywide, including representative samples within each City Council district, ages, ethnicities and income groups
VISIT DENVER BOARD RATIFIED THE ROADMAP IN DECEMBER THAT INCLUDED SEVEN AREAS OF FOCUS FOR THE NEW PLAN:
THE
Roadmap
Foster Industry Advocacy & Community Alignment
Strengthen Destination Branding
Improve Downtown Visitor Experiences
Enhance Connectivity & Mobility
Expand Meetings, Convention Business & Infrastructure
To ensure that Denver’s tourism industry remains competitive in the future, VISIT DENVER worked with the Colorado Hotel & Lodging Association (CHLA) and the City and County of Denver in 2017 to create a new Tourism Improvement District (TID).
The TID adds a 1% tax to the guest folio of hotels with 50 or more rooms in the City and County of Denver. There is no cost to the hotel properties. TID-eligible hotels voted in favor of creating the TID with 96% support (50-2). Collection of the 1% tax began on January 1, 2018.
The mission of the TID was to close the funding gap for the expansion of the Colorado Convention Center (CCC) and support additional marketing efforts to help fill the growing hotel supply in Denver.
VISIT DENVER contracts with the City & County of Denver to administer funds from the TID. In 2024, VISIT DENVER deployed these dollars on targeted sales and marketing tactics.
2024 TID-FUNDED PROJECTS:
• The “All Ways Welcome” regional campaign which used cultural events, concerts and festivals to drive regional visitors to the city.
• The Mile High Holidays campaign, which targeted both regional visitors and metro-area residents to encourage holiday getaways and the exploration of Denver’s many holiday attractions and hotel deals during the slowest time of the year for hotel stays.
• For the sixth year in a row, the TID also funded the operations of the Mile High Tree as one of the key attractions for the Mile High Holiday campaign. The tree returned to Civic Center Park, paired with the Christkindlmarket and the famous lighting of the City & County building. The tree saw record
visitation with more than 257,853 people entering the attraction, an 11% increase over 2023 with 22% of visitors coming from outside of Denver.
• In 2024, the TID approved concessions that resulted in 16 definite convention bookings, representing more than 133,200 attendees, 206,878 total room nights and $298 million in economic impact! These groups are scheduled to meet in Denver between 2024-2031.
• MEET Denver, our annual buyer education trip, took place in September. This three-day immersive experience brought over 60 qualified meeting planners who primarily book single hotel group business. To-date, the meeting has resulted in 39 confirmed bookings with 23 pending.
TID GOVERNING BOARD 2024
VISIT DENVER thanks the members of the Tourism Improvement District Governing Board for their time and their commitment to the future success of Denver tourism.
Amanda Parsons (President), Vice President, Field Operations, Hyatt Lifestyle Hotels and Resorts, Americas
Greg Leonard (Secretary), General Manager, Hyatt Regency Denver at the Colorado Convention Center
Siiri Lobe, Director of Sales and Marketing, Sheraton Denver Downtown Hotel
Chris Cheney, VP of Hotel Performance and Analytics, Stonebridge Companies
Walter Isenberg, President & CEO, Sage Hospitality
Allen Paty, Area General Manager, Pyramid Global Hospitality
Richard W. Scharf, President & CEO, VISIT DENVER (ex officio)
The Convention Sales Department markets Denver as a meeting destination and is contracted by the City & County of Denver to book the Colorado Convention Center and area hotels for national meetings, conventions and tradeshows. Once a meeting is booked for Denver, the Convention Services Department works with meeting professionals to help with all their local service needs.
• VISIT DENVER charged into 2024 with a sense of optimism, embracing the return of in-person meetings. While the industry has made steady progress nationally, Denver is also experiencing a gradual rebound with meetings seeing increases in attendance. Our sales team's dedication has resulted in a surge of bookings, reflecting the city's appeal. With the expansion of the Colorado Convention Center (CCC) complete, Denver is well positioned to remain a top destination for years to come!
• In 2024, Denver hosted a total of 989 meetings and 379,277 delegates in the CCC and area hotels.
76 of these meetings were held at the CCC that represented 222,253 delegates. Overall, 2024 meetings and attendance held to 2023 levels, which speaks to the resilience of the industry, as well as people’s interest in returning to in-person meetings.
• Denver hosted several sporting events in 2024 that kept The Mile High City in the spotlight. Huge crowds flocked to Denver stadiums this past summer, as Empower Field hosted over 57,000 fans for the Mexico & Uruguay MexTour match and Dick’s Sporting Goods
Park staged a sellout crowd featuring the U.S. Women’s national team versus Korea. The 2024 BMW Championship made its home again in the Denver area. Taking place at Castle Pines Golf Club, the top 50 players in the world competed in front of record crowds.
METRO & DOWNTOWN HOTEL OCCUPANCY & AVERAGE ROOM RATES
After a one-year hiatus, Denver Daycation returned in April 2024, welcoming 15 local and national meeting planners for an immersive experience showcasing Denver’s newest hospitality and entertainment developments.
The program began in the pre-function space of the Bluebird Ballroom, where attendees enjoyed sweeping views of the Rocky Mountain skyline. Planners then toured the National Western Center and CSU Spur, featuring a presentation by CEO Brad Buchanan on the transformative National Western Center Master Plan. Lunch at Puttshack Denver offered both a tour and a fun mini-golf experience in the heart of the RiNo Art District. Planners also visited Yardbird Denver, an upscale Southern-style restaurant housed in a beautifully reimagined warehouse. Both venues reflect the revitalization of RiNo, now a hub for dining and entertainment. The day continued at Flight Club Denver on the 16th Street Mall, where planners enjoyed a lively “Social Darts” experience. The program concluded with a reception celebrating Global Meetings Industry Day at the Fritz Knoebel Hospitality Center at the University of Denver, providing valuable networking opportunities and a taste of Denver’s distinctive offerings.
Focusing on single-hotel meeting clients, VISIT DENVER leveraged TID funds to host this signature buyer education trip, which returned for the second time since being paused in 2020.
In September, MEET Denver (Meet. Experience. Enjoy. Tell.) welcomed meeting planners from across the nation, introducing them to The Mile High City’s vibrant hospitality. The 2024 program included a tour of the new Bluebird Ballroom and Terrace, an inspiring keynote by Ryan Harris—Super Bowl Champion, Keynote Speaker, AwardWinning Broadcaster, and Bestselling Author—and engaging activities such as a Downtown Denver E-Bike Tour, Downtown hotel and venue tours and a RiNo Microbrew and Street Art Tour. Planners also enjoyed a behind-the-scenes tour of Red Rocks Amphitheater, followed by lunch at The Fort restaurant and a Colorado Rockies vs. Los Angeles Dodgers baseball game with post-game fireworks. Receptions at The Denver Botanic Gardens and Meow Wolf showcased Denver’s unique attractions, while a dedicated Hotel Showcase at The Brighton featured nearly 60 metroarea hotels. The trip was attended by over 60 planners, collectively representing approximately $32 million in potential and confirmed business for the city.
VISIT DENVER’s Customer Advisory Board (CAB), a group of 30 influential leaders from large citywide customers nationwide, convened twice for in-person sessions in June and November. Sessions included a keynote by Denver Mayor Mike Johnston, who outlined his vision for a vibrant, affordable and safe city. Members toured the newly expanded Colorado Convention Center, including the Bluebird Ballroom and Terrace. Discussions included the NextFactor 2024 Roadmap project, expanding the CAB’s focus beyond meetings to address infrastructure, facilities and visitor experiences. Key priorities included sustainability, the redesigned 16th Street Mall and creating iconic activations that reflect Denver’s character.
Members also participated in a Corporate Social Responsibility project benefiting Urban Peak, a shelter for homeless youth, and enjoyed exclusive experiences like a behind-the-scenes Denver International Airport tour, a historic LoDo walk and a curated dinner at Sunday Vinyl. Sessions wrapped up with peer-to-peer discussions and insights into campaigns that showcased Denver as a premier meetings destination, reinforcing the city’s leadership in the meetings and conventions industry.
DENVER DAYCATION
MEET DENVER BUYER EDUCATION TRIP
CUSTOMER ADVISORY BOARD
Destination Services Department 2024
DESTINATION SERVICES 2024 ACCOMPLISHMENTS:
• In 2024, the department sent out more than 687 business referrals and 10 services leads to VISIT DENVER partners, representing 13,199 total business opportunities.
• To help boost attendance, the department attended 12 pre-promotion events in 2024 for customers who will be meeting in Denver. This involved staffing a Denver booth at the group’s 2024 convention to hand out brochures, answer questions and encourage delegates to attend their 2025 conventions in Denver. We also provided materials, displays and giveaways for six additional citywide conventions.
• The department also conducted 112 site tours with clients that have future business booked in Denver. They provided assistance to 76 groups using the convention center and hundreds of single-hotel groups.
• Finally, the department helped arrange many of the Bureau’s special meeting planner events such as Denver Daycation, FICP Annual Conference, 2024 Michelin Guide announcement and MEET DENVER.
SUSTAINABILITY & VOLUNTEERING REPORT
VISIT DENVER is committed to sustainable practices in all aspects of its operations and promotions, and 2024 was no exception.
• VISIT DENVER maintained plainum level certification under the Events Industry Council’s (EIC) Sustainable Event Standards, the highest ranking possible by a third-party auditor. These are comprised of 74 standards focusing on a variety of topics—including organizational management, climate action, water management, supply chain management, DEI, accessibility and social impact. A score of 90% or higher is needed to earn a platinum certification.
• Silver Member of the State’s Colorado Green Business Network. As part of this certification, VISIT DENVER demonstrated its continued efforts to its sustainability program through continual
improvement and monitoring of key performance metrics, participation in environmental community programs, providing educational environmental opportunities within the community and more.
• Over 88% of purchases were considered sustainable per VISIT DENVER’s Environmental Purchasing Policy.
• The Official Visitors Guide to Denver & Colorado was printed using sustainable paper practices and carbon offsets. The guide uses carbonbalanced paper through the World Land Trust, which offsets its CO2 emissions, and the Print Releaf program, which manages a reforestation program and additional carbon offsets.
• Giving back continues to be part of VISIT DENVER’s sustainable strategy. Along with our Customer Advisory Board, VISIT DENVER packaged 30
Kynd Kits for Urban Peak to support unhoused youth. 13 staff members joined the CCC team to spread mulch at Lincoln Park in June. In partnership with the Civic Center Conservancy, 15 team members planted flowers in Civic Center Park in July. VISIT DENVER staff donated warm clothing and blankets to the Colorado Coalition for the Homelessness and donated almost 200 pounds of food to the Food Bank of the Rockies.
• The VISIT DENVER annual Sustainability Challenge continues to be a popular event hosted by the VISIT DENVER Green Team, with 36 staff members participating. 12 team members participated in Bike To Work Day, 18 staff toured the Farm and Market to learn about their sustainably unique business, 19 staff visited a local farmers market and participants walked a total of 1,534,598 steps in three days!
• VISIT DENVER continues to be a sustainability resource for the community and those who bring their events to the city. Our Voluntourism grid provides information and contacts for groups who wish to give back to the community through a volunteer activity. Our Green Vendor Directory and Hotel Sustainability Survey help event organizers get a better understanding of the sustainability initiatives of various vendors in the city.
Once a meeting is booked for Denver, the Destination Services Department becomes their local contact to assist them with all their needs and help them secure Denver companies to provide services needed. The department assisted 984 meetings in 2024.
The Bureau conducts an extensive trade advertising campaign to promote Denver’s brand as a meeting destination and keep the city top-of-mind with meeting planners, scoring tens of millions of impressions with influential planners.
2024 CONVENTION CAMPAIGNS
Q1: Take A Walk In The Park Day (3/29)
Q2: Limerick Day (5/12)
In 2024, VISIT DENVER’s campaigns to this audience were driven by videos and digital display ads on meeting planner trade websites from such key partners as ASAE, PCMA, MPI, Northstar and others. The campaigns also made extensive use of subscriber-based electronic newsletters and social media advertising on LinkedIn.
• The “Business as Unusual” campaign maintained its momentum in 2024. The video-first campaign featured eight main themes highlighting key aspects of Denver’s meeting appeal: Hotels, Unique Venues, Denver International Airport, Denver’s award-
winning food scene, Sustainability, downtown walkability and the Colorado Convention Center (the eighth video was a compilation of those topics). The campaign was very successful, generating nearly 21 million advertising impressions, 3.9 million views of the videos and nearly 719,000 conversions on the VISIT DENVER website.
• The Colorado Convention Center Expansion campaign also continued in 2024,
CONVENTION MARKETING HIGHLIGHTS 2024
Q3: World Rivers Day (9/22)
capitalizing on the project opening in December 2023, widespread promotion of the new space and features was a top priority. The campaign, designed to educate meeting planners on the new space and increase excitement, included print, video, digital and editorial ads in top trade publications. The campaign was successful, generating more than 9 million advertising impressions and over 1.1 million video views.
• VISIT DENVER continued the CRM program in 2024, sending quarterly emails to about 400 top customers. Each email’s theme was built around a national “day,” with the goal of connecting with clients in a fun and unique way, while showcasing Denver’s destination appeal and keeping the city top of mind. Each email also featured VISIT DENVER partners relevant to its overall theme.
All year long, the Sales and Destination Services teams promoted Denver as a top meeting destination to planners around the country, including hundreds of site visits, dozens of trade shows and high-impact client events. We also celebrated the first groups in the new Colorado Convention Center expansion.
Consumer marketing promoted Denver across the country and around the world via advertising, social media, public relations and much more.
Ad campaigns hit more than 1 billion impressions!
The sixth edition of the Mile High Tree saw nearly 258,000 guests.
The Tourism and Marketing Departments are responsible for increasing leisure travel to Denver, attracting visitors to the city, as well as growing the number of domestic and international travel companies that offer Denver as a destination. The departments also help consumers and travel professionals plan their Denver trips via resources such as websites, publications, trainings and in-language brochures.
2024 was a year of fresh approaches for VISIT DENVER’s consumer marketing and tourism operations.
Consumer marketing campaigns hit record levels and enjoyed tremendous success with both regional and national audiences.
VISIT DENVER’s other consumer marketing platforms, including social media, paid search, public relations and the VISITDENVER.com website, all enjoyed successful years as well.
Tourism efforts focused on exploring growth efforts related to international tourism, cultural & neighborhood outreach efforts and new programs such as the frontline staff online training program, Go The Extra Mile.
Overall, the departments tracked record or near-record numbers, including:
• More than 1 billion domestic consumer advertising impressions across 10 distinct campaigns
• More than 134 million additional impressions via domestic and international tourism programs
• More than 6.2 million visits were generated to the VISITDENVER.com website via domestic consumer advertising
• More than $154 million in global Advertising Value Equivalency (AVE) was generated from public relations efforts
• More than 150,000 room nights tracked via domestic programs with Online Travel Agencies, primarily Expedia, and from the VISITDENVER.com website
• An additional 107,690 room nights tracked via domestic and international travel trade programs
DENVER SETS NEW VISITOR & SPENDING RECORDS
VISIT DENVER’s annual visitor research is conducted by Longwoods International, the firm that has been doing the study since 1994. The 2023 study, which offers the latest figures available, shows that tourism continues to be a key economic driver for our city. The 2024 report will be available in mid-2025.
According to Longwoods, in 2023, Denver welcomed a record 37.4 million visitors, marking a 3% increase over 2022 and surpassing all historic tourism totals. A record number of visitors also spent more money in Denver than ever before, generating $10.3 billion in tourism revenue, 9.6% above the previous record of $9.4 billion spent in 2023.
KEY NUMBERS FOR 2023 INCLUDE:
• Denver welcomed 37.4 million total visitors in 2023, including 20.5 million overnight visitors and 16.9 million day visitors.
• Overnight leisure visitors totaled 17.5 million in 2023, a 5% increase over 2022.
• Denver visitors spent $10.3 billion in 2023, including $8.8 billion from overnight visitors and an additional $1.6 billion in spending from day visitors. Total spending increased by 9.6% over 2022.
• Denver overnight visitors spent over $2.5 billion on accommodations, and nearly $1.5 billion on food and beverages.
• Expenditures by overnight visitors on transportation reached nearly $3 billion. Retail purchases were over $1 billion, while overnight visitors spent nearly $750 million on paid attractions and other recreational and sightseeing activities.
• On average in 2023, the biggest spenders were marketable travelers, who spent $229 per day, followed by business visitors, who spent $152 per day. Day visitors spent $88 per day.
• Out-of-state overnight leisure travelers comprised 76% of visitors.
THE TOP STATES SENDING VACATIONERS TO DENVER IN 2023, APART FROM COLORADO ITSELF, WERE:
• California
• Texas
• Kansas
• Florida
THE TOP CITIES FROM OUTSIDE OF COLORADO SENDING LEISURE VISITORS TO DENVER IN 2023 WERE:
• Los Angeles, CA*
• Alburquerque-Santa Fe, NM*
• New York City, NY*
• Dallas-Ft. Worth, TX*
• Houston, TX*
*Denotes VISIT DENVER advertising market
DOMESTIC OVERNIGHT EXPENDITURES IN 2023 Total spending $8.8 billion (+10% vs. 2022)
RECREATION/ ENTERTAINMENT 9%
$749 MILLION VS 2022 +9.3% RETAIL PURCHASES 12%
RESTAURANT FOOD & BEVERAGE 17% $1,477 MILLION VS 2022 +9.7%
According to a Longwoods Return on Investment (ROI) study, the Spring/Summer campaign created 3 million incremental trips and a stunning $1.3 billion in incremental spending, both of which represent record ROI results.
For every $1 spent in advertising, the campaign generated $217 in spending and $24 in state and local taxes!
REGIONAL “ALWAYS ON” EVENTS CAMPAIGN
SPRING/SUMMER CAMPAIGN
Thanks to marketing funds from the TID, the Bureau ran an “Always-On” campaign designed to increase short-term regional visits to Denver, specifically on weekends when hotels need additional business. The ads focused on specific events happening within a short timeframe, including blockbuster concerts, cultural exhibitions and festivals.
REGIONAL RESULTS
158 Million Impressions
More Than 259,000 Room Nights*
More Than $45 Million in Hotel Revenue*
*Adara, Inc.
WINTER CAMPAIGN
VISIT DENVER’s largest tourism marketing campaign of the year was created to attract visitors from May through September. The $6 million campaign targeted consumers in Chicago, New York City, Los Angeles, Dallas and Minneapolis, as well as other national markets. The ads also used the “All Ways Welcome” tagline, communicating Denver’s openness to all travelers, no matter their interests.
The campaign continued the effort to target affluent Hispanic/ Latina travelers. That campaign, called, “¿Listos? Let’s Go!” ran in additional markets in California and Florida and enticed decision-makers to come to Denver for their family vacations and girls’ getaways.
The summer campaign generated nearly 5 million conversions on the website.
SPRING/SUMMER RESULTS
648 Million Impressions
Nearly 419,000 Room Nights*
More Than $87 Million in Hotel Revenue*
*Adara, Inc.
The Winter campaign encourages Colorado vacation intenders to add a few nights in Denver at the start of their trips. In-market each year in Q1 and Q4, these ads feature city-oriented brand pillars to increase overnight visitation to Denver hotels. This year’s ads ran from January –March, and again from October –December, highlighting Denver as a top winter destination due to its thriving culinary scene, arts and culture, music and more.
WINTER RESULTS
96 Million Impressions
More Than 169,000 Room Nights*
More Than $30 Million in Hotel Revenue*
*Adara, Inc.
Now in its 21st year, the Mile High Holidays campaign is valued at more than $1.5 million and is designed to increase hotel business at a traditionally slow time of year from Thanksgiving through the National Western Stock Show & Rodeo. The campaign showcases holiday light displays, performing arts, shopping and the New Year’s Eve fireworks on the 16th Street Mall (which are co-sponsored by VISIT DENVER).
The campaign also promoted the sixth lighting of the Mile High Tree, sponsored by Xcel Energy and Xfinity. The Tree was created by VISIT DENVER and operates thanks to funds from the TID. For the third year in a row, the tree was located at Civic Center Park and was paired with the Christkindlmarket and the lights of the City & County Building. The combined attractions are now a cherished tradition for locals and visitors alike. A record-breaking 257,853 people entered the attraction, an 11% increase over 2023. Approximately 22% of Mile High Tree visitors were from outside of the metro area.
In 2024, VISIT DENVER introduced a new attraction that quickly became a city favorite: the Mile High Drone Shows! For 40 straight nights from late November through New Year’s Eve, 400 drones lit up the downtown skies with a holidaythemed show to the delight of locals and visitors alike across central Denver. Hundreds gathered each night at spots like Sculpture Park, Peaks Lounge at the Hyatt Regency CCC, 54Thirty at Le Meridian Hotel and more to enjoy an everchanging display of festive animation.
The show even got national attention when it was included in the broadcast of Denver Broncos Monday night game in December.
MILE HIGH HOLIDAYS & THE MILE HIGH TREE
MILE HIGH DRONE SHOWS LIGHT UP THE HOLIDAYS!
VISIT DENVER hosts a number of annual programs to develop the city’s brand, encourage local and regional tourism and generate national press.
DENVER ARTS WEEK
In its 20th year of promoting mile high dining, Denver Restaurant Week continued the established 10-day long format, spanning two full weekends, from March 1 – 10 with 263 restaurants participating.
The three-tiered pricing structure continued as well, offering diners a multi-course dinner for either $25, $35, $45 and $55.
Denver Arts Week promotes Denver’s vibrant arts scene to local, regional, and national audiences. In 2024, Denver Arts Week once again offered a nine-day celebration of “all things art” in The Mile High City, and broke records with 625 cultural events and over 370 organizations participating.
The program continued the popular “Night at the Museums,” which attracted nearly 17,000 visitors to visit 18 area museums on a Saturday evening for free; and “First Friday Art Walks” with seven neighborhood art districts participating. Denver Arts Week also promoted signature cultural events like Denver Film Festival and Denver Fashion Week, making it Denver’s largest celebration of arts and culture.
ARTS WEEK RESULTS
CULTURAL TOURISM PROGRAMS 2024
Denver365 online event calendar: This comprehensive event calendar is an important cultural resource for Denver and a major component of the City’s cultural plan. In 2024, the Denver365 section of VISITDENVER.com generated over 4.5 million pageviews.
Cultural Tourism Marketing Workshop Series: The Tourism Department held its successful biannual marketing workshops for cultural partners designed to help them learn more about marketing. The department works with Denver Arts & Venues, as the Scientific and Cultural Facilities District (SCFD) to promote and implement these free educational sessions. The 2024 workshops hosted a total of 37 attendees, most of which are SCFD Tier 3 organizations.
Mile High Culture Pass & CityPASS: Denver CityPASS, a private attraction discount program available in many major cities, started in Denver in 2018 featuring eight Denver attractions. A total of 2,836 CityPASS products were sold through the VISIT DENVER website in 2024. The Mile High Culture Pass offers a three-day pass to seven museums, with discounts to other attractions. A total of 927 Mile High Culture Passes were sold in 2024.
Tourist Information Centers: VISIT DENVER maintains two Tourist Information Centers that serviced nearly 30,024 visitors in 2024 (with Denver Union Station location closed for 4 months for renovation).
DENVER RESTAURANT WEEK
INTERNATIONAL MARKETING & SALES
In 2024, international visits to Denver reached 546,000, which was a 12% increase from 2023, and 6% behind 2019 visits. Travel spending reached $480 million, a 16% increase from 2023, but still lagging the $526 million spent in 2019 by 9%.
To help international markets recover, VISIT DENVER was awarded a grant from the Colorado Tourism office for $500,000 for work in 2023 and 2024. As a result, VISIT DENVER secured direct PR representation in Canada, Mexico, U.K./ Ireland, Germany and France, while securing travel trade projects and continuing to invest in international marketing campaigns. The grant ends in February of 2025, when we will secure direct representation with agencies in top markets.
International marketing campaigns focused on room night sales as well as awareness, resulting in 134 million impressions internationally and over 107,000 room nights. Some of the key campaign partners this year included Price Travel (Mexico), Canusa (Germany), Expedia and Brand USA.
2024 included the addition of several nonstop international flights, to a total of 32 international nonstops (the most in Denver International Airport’s history). These flights were:
• Viva Aerobus (Monterrey) starting January 25, 2024, 2 times weekly
• Aerlingus (Dublin) starting May 17th, 2024, 4 times weekly
• Turkish Airlines (Istanbul) starting June 11th, 2024, 3 times weekly
• AeroMexico (Guadalajara and Monterrey) starting April 19, 2025, 2 times weekly
• United Airlines (Rome, Italy), starting May 1, 2025 through September 24th (seasonal)
VISIT DENVER, in collaboration with Denver International Airport, participated in a delegation to support the flight from Turkish Airlines nonstop from Istanbul. VISIT DENVER was able to visit with Tursab (Association of Turkish Travel Agencies) and met with a local PR and marketing agency to identify opportunities with Turkey and Southeast Asia. VISIT DENVER, in collaboration with Metro EDC, participated in a City of Denver delegation to Dublin, Ireland. VISIT DENVER, in collaboration with Colorado Tourism Office, participated in travel agency trainings in Cork (2nd largest city in Ireland).
The Tourism Department represented Denver at five international tradeshows and four sales missions in 2024, including:
• Go West Summit (Lake Tahoe, CA): Met with 80 companies from 13 countries
• Great American West Roundup (Casper, WY): Met with 49 companies from 13 countries
• Mountain Travel Symposium (North Lake Tahoe, CA): met with 58 companies from 12 countries
• Colorado Tourism Office Sales Mission (Mexico): A total of 335 contacts trained during appointments, presentations and events
• Colorado Tourism Office Mission (Cork, Ireland): A total of 16 contacts trained during appointments, presentations and events
• U.S Travel Association’s IPW (Los Angeles, CA): Met with 86 companies from 24 countries
• Brand USA Canada Connect (Toronto and Montreal): A total of 257 contacts trained during appointments, presentations and events
• Colorado Tourism Office Mission (Cologne, Frankfurt, Munich and Hamburg,
Germany): A total of 104 contacts trained during appointments, presentations and events
• Colorado Tourism Office Mission (France and Belgium): A total of 97 contacts trained during appointments, presentations and events
• Brand USA Travel Week (London, UK): Met with 50 companies in the UK and Europe
• Colorado Tourism Office Mission (Mexico): A total of 227 contacts trained during appointments, presentations and events
DOMESTIC MARKETING & SALES
The Tourism Department generated nearly 56,654 room nights in these segments in 2024, employing a combination of marketing campaigns with Hotelbeds as well as testing different approaches for weddings and small groups, through targeted emails, paid search and paid social media.
Group Tours, Weddings & Reunions
The PR & Communications Department shares Denver news, updates and stories with local, national and international media through press releases, media pitching, media receptions, press conferences, media marketplaces and hosted press trips. Throughout the year, the department connected with thousands of global journalists, earning positive media placements featuring Denver as a top travel destination.
Public relations efforts in 2024 focused on showcasing new additions to Denver’s hospitality community, promoting Denver as a destination, positioning Denver as basecamp for trips to Colorado and the West and celebrating the city’s diverse neighborhood offerings. The team emphasized international promotion especially as related to existing and new non-stop flights from Mexico, Canada, Germany, United Kingdom, France, Ireland, Turkey and more.
In 2024, the communications team generated 9,630 media placements worth over $154 million in advertising value equivalency (AVE). To help inspire positive Denver stories, the team hosted 132 journalists including 55 international FAMs
from nine countries. Features secured by the team appeared in The Toronto Star, Hemispheres Magazine, New York Times, Smart Meetings Magazine, Lonely Planet, The Times of London and Bloomberg, among others.
The PR & Communications team supported bureau-sponsored events such as Denver Restaurant Week, Denver Arts Week, Mile High Holidays – including the new holiday drone shows –and the new “Boredom is Fired” campaign with targeted local and national media pitching securing coverage in the Denver Post, Denver Gazette, all local broadcast stations, Denver Business Journal, Westword, Forbes, Fodors, Condé Nast Traveler and more.
The team met with journalists and pitched Denver stories at media marketplaces and one-on-one meetings in New York City, Los Angeles, London, Berlin, Paris, Toronto, Montreal, Guadalajara, Monterrey and Mexico City. These meetings are essential to maintaining strong relationships with top media in our key domestic and international promotional markets.
The team conducted two satellite media tours in 2024. The June tour, hosted at the Denver
Museum of Nature & Science, highlighted summer events and festivals, as well as new hotels, restaurants and summer adventures in Denver. It generated media coverage worth more than $1 million in AVE. The December tour, hosted at the new Populus Hotel, highlighted holiday events, cozy winter activities and winter adventure opportunities including the Winter Park Express Ski Train. It generated media coverage in 27 cities across the country with an AVE of $933,993.
PR RESULTS
Media Placements: 9,630
Ad Value Equivalency: $154 Million
FAMs: 132 – 55 International and 77 Domestic
SOCIAL MEDIA
WEBSITE
In 2024, social media remained a powerful driver of travel inspiration. VISIT DENVER strengthened its presence across platforms including Facebook, Twitter, Instagram, Pinterest, and YouTube, achieving nearly 70 million social engagements. To further enhance its strategy, the Bureau expanded its short-form video program, partnered with MMGY to optimize paid social performance and launched a Local Influencer Program to extend its audience reach. Looking ahead to 2025, VISIT DENVER plans to scale its social media efforts, staying ahead of emerging trends and optimizing content to engage even broader audiences effectively.
SOCIAL
MEDIA RESULTS
7,169,819
Total Engagements & Video Views
In 2024, VISITDENVER.com tracked a record 15.8 million site visits resulting in a 20.2% increase over our previous record in 2023. We attribute the website’s performance to the Bureau’s investment in organic search strategies alongside a diversified digital advertising mix across social media, programmatic and paid search channels. Google’s new G4 analytics platform and the ever-changing privacy, data and measurement landscape is informing our evolving approach to reporting and analysis and introduced new opportunities to measure website engagement.
WEB RESULTS
15,814,488
Total Website Visits
PUBLICATIONS & COLLATERAL
The Bureau printed 350,000 copies of the Official Visitors Guide in two editions: Spring/Summer and Fall/Winter. The guides are distributed at the Bureau’s tourist information centers, as well as hundreds of other locations around the city, across the state and throughout the region.
VISIT DENVER also printed 54,000 copies of a new international lure brochure in 10 languages! The guides will be used to help sell Denver around the world.
The Partnership Department is responsible for signing and servicing the Bureau’s nearly 1,200 partners, as well as generating private revenue for VISIT DENVER’s marketing efforts, which totaled more than $3.7 million in 2024.
The Partnership team hosted 56 partner events last year, including New Partner Orientations to help partners learn more about how VISIT DENVER markets and sells Denver and how to get the most from their benefits.
Other events included a monthly Partner Spotlight, which allows partners an opportunity to showcase their product and services to staff; C.H.A.T., a monthly networking event held at attractions and restaurants in Denver; and monthly workshops such as the Marketing Advisory Committee (MAC) and How To Use the Convention and Meeting Schedule.
The Partnership Department also hosted three Industry Updates that combined presentations from VISIT DENVER’s executive team, followed by a reception and networking opportunity. The Annual VISIT DENVER Partnership Meeting attracted nearly 700 attendees and showcased VISIT DENVER’s 2024 accomplishments.
DENVER & COLORADO TOURISM HALL OF FAME
Nearly 500 partners turned out for VISIT DENVER’s 24th Annual Denver & Colorado Tourism Hall of Fame Dinner on March 6 at the Colorado Convention Center’s new Bluebird Ballroom, which raised more than $102,000 in scholarship funds.
The 2024 inductees were: Frank Day, the founder of Concept Restaurants, who in a career spanning five decades operated more than 80 hospitality businesses; Bill Mosher, who served as the CEO of the Denver Convention Center Hotel Authority, the non-profit corporation that financed, designed, constructed, furnished and owns the 1,100-room Hyatt Regency at the Colorado Convention Center; and Wilma Webb, who as First Lady to her husband, former Denver Mayor Wellington Webb, and as a state representative for 13 years brought a
new level of appreciation for the arts to Denver.
A special posthumous award was also presented in the memory of Steve Sander, who worked closely with four Denver mayors and, as a decades-long member of the VISIT DENVER Board, left a legacy shaping the city’s image through marketing for some of Colorado’s most visible brands including Cherry Creek Shopping Center, The Denver Post, Denver Botanic Gardens, Water World, the Denver Nuggets, The University of Colorado and Denver B-Cycle, while also playing a pivotal role in bringing sporting events to Denver including the SIA Sports Show, the Big Air Show and USA Pro Cycling.
In addition, five “Tourism Stars” were presented to organizations, attractions, and events that had a significant impact on Denver’s tourism industry during 2023, including: British Airways – 25th
Anniversary of Services to DEN; Colorado Tourism Office – Michelin Guide to Colorado; Denver Art Museum – Desert Rider: Dreaming in Motion, Amoako Boafo: Soul of Black Folks, All Stars: American Artists from The Phillips Collection; Denver Museum of Nature & Science – Bugs, After the Asteroid: Earth's Comeback Story, Mysteries of the Ice Ages; Denver Nuggets – NBA Champions.
Sponsors included Visit Cherry Creek, Coors Brewing Company, Brownstein Hyatt Farber Schreck LLP, Colorado Tourism Office, Denver International Airport, Kroenke Sports & Entertainment, Metropolitan State University of Denver, Vectra Bank. Event partners included Bouquets, Colorado Convention Center, The Digital Frontier, E&J Gallo Winery, Event Rents, Freeman, Goat Events, Image AV, Imprint Events Group, Photography G, Sodexo Live!
Frank Day Bill Mosher Wilma Webb Steve Sander
NEW INITIATIVE: Workforce Development “Boredom Is Fired” Marketing Campaign
VISIT DENVER launched its first-ever Workforce Development marketing campaign, “Boredom is Fired,” highlighting the career opportunities in tourism and hospitality geared towards young students, at a press conference held on September 4.
The marketing campaign is targeted to 18-to-20-year olds in Colorado, and runs on platforms where this audience consumes media, including Instagram, Snapchat, YouTube, streaming media like Hulu, Amazon Prime, Netflix, streaming radio and billboards.
The marketing campaign links to a website which profiles hospitality and tourism careers, job openings, educational opportunities and resources.
The initiative also includes an outreach program to middle and high school students. Fourteen “hospitality ambassadors” – young, rising stars in the industry – serve as “tourism & hospitality ambassadors” and participate in school visits. Five of the ambassadors are also featured in videos on BoredomIsFired.com highlighting their careers in the industry.
To-date, hospitality ambassadors and VISIT DENVER staff have participated in 26 outreach events, including classroom visits and career fairs, reaching more than 10,000 students.
Since its inception in 2000, the VISIT DENVER Foundation has awarded more than $1.6 million dollars to 577 students in support of the next generation of industry leaders, including $138,000 that was awarded to 47 students in 2024. Fundraising comes primarily from two signature VISIT DENVER Foundation events: The Denver & Colorado Tourism Hall of Fame Dinner and the Chairman’s Cup and Partnership Open Golf Tournament.
The 37th Annual VISIT DENVER Chairman’s Cup and Partnership Open Golf Tournament attracted 119 golfers to Arrowhead Golf Club in June. The event raised more than $39,000 in scholar-
ship funds for students pursuing higher education in tourism and hospitality. Tournament sponsors included Sage Hospitality, AEG Presents, Hermes Worldwide, Karsh Hagan, Kroenke Sports & Entertainment, Freeman. Event Partners included Brent Andeck Studio, Connect 4 Events, Sir Speedy.
VISIT DENVER FOUNDATION
VISIT DENVER FOUNDATION GOLF TOURNAMENT
GOVERNMENT & COMMUNITY AFFAIRS 2024
Government & Community Affairs continues to build positive relationships between VISIT DENVER and elected officials, local communities and neighborhoods to advance Denver’s tourism and hospitality industries.
LOCAL LEVEL
VISIT DENVER actively engaged with City leadership including Mayor Mike Johnston and City Council members. In partnership with the Colorado Hotel and Lodging Association (CHLA) and Colorado Restaurant Association (CRA), the organization has continued promoting tourism and hospitality as key economic drivers.
Key local initiatives included:
• Participation in Mayor Johnston’s “Vibrant Denver” initiative, contributing to discussions on the overhaul and expansion of the Downtown Development Authority (DDA)
• Serving on the Public Health & Safety Advisory Committee, the Downtown Recovery Working Group and Denver International Airport Strategy Committee, ensuring tourism priorities are integrated into citywide plans
• Funding yearlong off-duty police and Downtown Denver Partnership ambassadors for the convention corridor
VISIT DENVER continues to participate in a variety of
community-focused committees and boards including the Martin Luther King, Jr. Business Luncheon, Denver Colfax Marathon, Inter-Neighborhood Cooperative Annual Awards Dinner and others.
POLICY POSITIONS: 2024
GENERAL ELECTION
In the lead-up to the November 5, 2024, General Election, the VISIT DENVER Board of Directors participated in local policy discussions, taking positions on key ballot measures impacting Denver’s hospitality industry. The Board endorsed Ballot Issue 2R, recognizing the importance of affordable workforce housing for hospitality employees and Ballot Issue 6A, which will facilitate significant investments into our urban core through the Downtown Development Authority.
Conversely, the Board opposed Initiated Ordinance 308, which sought to ban the sale of fur products in Denver and Initiated Ordinance 309, which aimed to prohibit slaughterhouses within city limits.
VISIT DENVER’s engagement in these measures reflects its commitment to advocating for policies that support the city’s
tourism and hospitality sector while enhancing the broader community.
STATE LEVEL
Colorado’s meeting and events incentive program concluded in June of 2024, and VISIT DENVER maximized the program’s benefits, with 179 pre-approved events in Denver County securing more than $3 million in cash rebates.
VISIT DENVER played a pivotal role in maintaining Colorado Tourism Office (CTO) marketing funding for the upcoming fiscal year through collaborative efforts with CADMO, CHLA and CRA.
Additionally, $500,000 from the Tourism Recovery Marketing Grant program was strategically utilized over two years to enhance international visitor programs, generating $17 million in additional earned media.
FEDERAL LEVEL
VISIT DENVER continues its partnership with the U.S. Travel Association, supporting lobbying efforts for infrastructure investments, sustainable tourism and workforce development. The Government &
Community Affairs Department keeps stakeholders informed through its quarterly Policy Perspectives newsletter.
VISIT DENVER’S COMMITMENT TO DIVERSITY, EQUITY & INCLUSION
In 2024, VISIT DENVER continued the ongoing commitment to regularly expand the role of the board-led committee on diversity, equity and inclusion (DEI). The board committee, started in 2020, engaged a diversity consultant and implemented multiple programs this year, including full-day trainings for the leadership team and staff.
The organization also implemented new policies and practices to seek out more diverse vendors, partners and service providers, strengthened methods to increase the number of diverse candidates applying for and accepting jobs at the Bureau and continued our track record of representing the city’s vibrant diversity within our marketing efforts.
For more information on these efforts, contact Flavia Light, Vice President & Chief Tourism Development Officer at flight@visitdenver.com.
Board Members & Organization Affiliates
VISIT DENVER: 2024 BOARD OF DIRECTORS
2024 EXECUTIVE COMMITTEE
Brent Fedrizzi Chair
President, North American Regional Offices, AEG Presents
Leon Barnes Chair Elect
VP of Human Resources, Comcast Cable Corporation
Greg Feasel Past Chair
President & COO, Colorado Rockies Baseball Club
Luis Benitez
Co-Chair, Convention & Tourism
Advisory Committee
Chief Impact Officer, Trust for Public Land
David Coors
Secretary
VP of Next Generation
Beverages, Molson Coors Beverage Company
Jack Finlaw
Workforce Development Liaison
President & CEO, University of Colorado Foundation
A. Barry Hirschfeld (Lifetime Board Member)
Executive Committee
President, A.B. Hirschfeld & Sons
Walter L. Isenberg
Treasurer & Chair, Audit/Finance Committee
President & CEO, Sage Hospitality Group
Bruce A. James
Co-Chair, Roadmap & Destination
Management Committee
Shareholder, Brownstein, Hyatt, Farber & Schreck, LLP
Nick LeMasters
Co-Chair, Government & Community Affairs Committee
President & CEO, Cherry Creek North Business Improvement District
Greg Leonard
Co-Chair, Convention & Tourism Advisory Committee
General Manager, Hyatt Regency Denver at the Colorado Convention Center
Todd D. Munson
Chair, Roadmap & Destination
Management Committee
EVP & Director of Banking Services, Vectra Bank Colorado
Manny Rodriguez
Denver Sports Commission Liaison
Chief Marketing, Experience & Customer Officer, UCHealth
Janice Sinden
Chair, Nominating Committee
President & CEO, Denver Center for the Performing Arts
Hollie Velasquez Horvath
Co-Chair, Government & Community Affairs Committee Regional VP, Xcel Energy
Richard W. Scharf
President & CEO, VISIT DENVER (non-voting)
2024 BOARD OF DIRECTORS
Paul Andrews
President & CEO, National Western Stock Show & Rodeo
Matt Bell
Senior VP of Venue Operations, Kroenke Sports & Entertainment
Albus Brooks
VP of Business Development & Public Affairs, Milender White
Matthew Burkett
CEO & Founder, The Flyfisher Group
Jennifer Chang
Director of U.S. Federal, Cisco AppDynamics
Rob Cohen
Chairman & CEO, IMA Financial Group, Inc.
David L. Corsun
Director & Associate Professor, Fritz Knoebel School of Hospitality Management, Daniels College of Business, University of Denver
Navin C. Dimond
CEO & Chairman, Stonebridge Companies
Andrew Feinstein
CEO & Managing Partner, EXDO Group Companies
Beth Gruitch Partner, Crafted Concepts
Christoph Heinrich Frederick and Jan Mayer Director, Denver Art Museum
Chris Hinds
Councilmember, District 10, Denver City Council
Eric Hiraga
Executive Vice President, Matrix Design Group, Inc.
Damani Leech
President, Denver Broncos Football Club
Alison Mitchell
General Manager, The ART Hotel Denver Curio Collection by Hilton
Cindy Parsons
Executive Director, Sustainability & ESG, CSG International
Jenn Ridder
Chief of Staff, Office of Mayor Mike Johnston
Brian Roth
Regional Sales Director, United Airlines
Jorge Sanchez President, Hermes Worldwide Transportation
Amanda Sandoval
Councilmember, District 1, Denver City Council
Dan Scherer
SVP of General Management & Market Development, OUTFRONT Media
Frank Schultz
Owner & CEO, Tavern Hospitality Group
Rob Venus
General Manager, Freeman
Sid Wilson
President, A Private Guide, Inc.
2024 COMMUNITY BOARD MEMBERS (non-voting)
John Adams
General Manager, Colorado Convention Center
J.J. Ament
President & CEO, Denver Metro Chamber of Commerce
Dr. Angelic Cole
President/CEO, Colorado Black Chamber of Commerce
Mike Ferrufino
President & CEO, Colorado Hispanic Chamber of Commerce
Kourtny Garrett
President & CEO, Downtown Denver Partnership
Gretchen Hollrah
Executive Director, Denver Arts & Venues
Debra Johnson
CEO & General Manager, Regional Transportation District
Deborah Jordy
Executive Director, Scientific & Cultural Facilities District
Adeeb Khan
Executive Director, Department of Economic Development & Opportunity
Amie Mayhew
President & CEO, Colorado Hotel & Lodging Association
Melanie Mills
President & CEO, Colorado Ski Country USA
Sonia Riggs
President & CEO, Colorado Restaurant Association
Kate Rizzo
General Manager, Centerplate/ Sodexo Live!
Phil Washington CEO, Denver International Airport
Tim Wolfe
Director of Colorado Tourism Office, State of Colorado
LIFETIME BOARD MEMBERS
Ed Gerrity
District Marketing Manager (Retired), Delta Air Lines
Edward A. Robinson
Co-Chief Executive Officer (Retired), Robinson Management, LLC
Al Timothy VP of Public Affairs (Retired), MillerCoors
HONORARY BOARD MEMBERS
Colorado Governor Jared Polis
Denver Mayor Michael Johnston
VISIT DENVER IS PROUD TO BE ENGAGED WITH THE FOLLOWING COMMUNITY & INDUSTRY ORGANIZATIONS:
• Amp the Cause
• Asian Chamber of Commerce
• Biennial of the Americas
• Brand USA
• The Center on Colfax & PrideFest
• CherryArts & Cherry Creek Arts Festival
• Cinco de Mayo Festival
• City Club of Denver
• City Park Jazz
• Civic Center Conservancy & Independence Eve
• Colfax Marathon Partnership
• Colorado Association of Destination Marketing Organizations
• Colorado Black Arts Festival
• Colorado Black Chamber of Commerce
• Colorado Business Committee for the Arts
• Colorado Competitive Council
• Colorado Concern
• Colorado Dragon Boat Festival
• Colorado Hotel and Lodging Association
• Colorado LGBTQ Chamber of Commerce
• Colorado Remembers 9-11
• Colorado Restaurant Association
• Colorado Ski Country USA
• Colorado Society of Association Executives
• Colorado Sports Hall of Fame
• Colorado Tourism Office
• Colorado Women’s Chamber of Commerce
• Chamber of the Americas
• Denver Architecture Foundation & Doors Open Denver
• Denver Department of Housing Stability
• Denver Film Society & Film Festival
• Denver Metro Chamber of Commerce
• Denver Month of Photography
• Denver Police Foundation
• Denver POW WOW
• Denver Rescue Mission
• Denver Sister Cities
• Denver Theatre District
• Denver Urban Spectrum
• Destination Colorado
• Downtown Denver Partnership
• Dr. Martin Luther King, Jr. Colorado Holiday Commission
• EAT Denver
• Five Points Jazz Festival
• Girl Scouts of America
• Hispanic Chamber of Commerce of Metro Denver
• I Have a Dream Foundation
• Inter-Neighborhood Cooperation
• Japan America Society of Colorado
• Juneteenth Music Festival
• Kiwanis Club of Denver
• Meetings Industry Council
• Metro Denver Economic Development Corporation
• Metro Denver Lodging Council
• Metro Mayors Caucus
• Mizel Institute
• National Western Center
• NEWSED Civil Rights Awards
• Rocky Mountain Business Travel Association
• Rocky Mountain Chapters of ASAE, IAEE, MPI, PCMA, SGMP
• Rocky Mountain Indian Chamber of Commerce
• Rocky Mountain International
• SeriesFest
• Scientific and Cultural Facilities District (Tier 1, 2 & 3)
• Statewide College and University Hospitality Programs
• Su Teatro Cultural and Performing Arts Center
• Tour Colorado
• Tourism Industry Association of Colorado
• United States Travel Association
• World Trade Center Denver
VISIT DENVER: Employee Directory
EXECUTIVE
Richard W. Scharf President & CEO
303.571.9415 rscharf@visitdenver.com
Vicki Aycrigg Executive Assistant 303.571.9462 vaycrigg@visitdenver.com
Patrick Walton Director, Government & Community Affairs
303.571.9466 pwalton@visitdenver.com
CONVENTION SALES
Lee Ann Benavidez
Senior Vice President, Chief Sales & Services Officer
303.571.9417 lbenavidez@visitdenver.com
Stephanie Kettner Executive Assistant, Sales & Services 303.571.9401 skettner@visitdenver.com
Sean McNamara Associate Vice President, Convention Sales
303.571.9443 smcnamara@visitdenver.com
Matt Ojinaga Director, Convention Sales 303.571.9423 mojinaga@visitdenver.com
Sheila Provenzano Sales Director, Midwest Region 773.495.5049 sprovenzano@visitdenver.com
Christine Thompson Sales Director, Washington, D.C. Region
303.571.9436 cthompson@visitdenver.com
Tyler Adams Citywide Sales Manager
303.571.9419 tadams@visitdenver.com
Amanda Bias, CMP
Citywide Sales Manager, East Region 303.571.9441 abias@visitdenver.com
Gysela Fillingham, CMP Citywide Sales Manager, West Region 303.571.9461 gfillingham@visitdenver.com
Angie Jasper, CMP Citywide Sales Manager 303.571.9400 ajasper@visitdenver.com
Tim Litherland, CMP Citywide Sales Manager, Sports & Specialty Markets 303.571.9429 tlitherland@visitdenver.com
John Craig Corporate Sales Manager, East Region 303.571.9489 jcraig@visitdenver.com
Leah Gutstein Sales Manager, Washington, D.C. Region 303.571.9430 lgutstein@visitdenver.com
Viveca McDonald Corporate Sales Manager, West Region 303.571.9444 vmcdonald@visitdenver.com
Stephanie Pilakowski Association Sales Manager, West Region 303.571.9426 spilakowski@visitdenver.com
Daniel Wakefield Association Sales Manager, Midwest Region 303.571.9484 dwakefield@visitdenver.com
Sammy Bianchi Association Executive Meetings Manager, East Region 303.571.9403 sbianchi@visitdenver.com
Samantha Jacobs Corporate Executive Meetings Manager, West Region 303.571.9482 sjacobs@visitdenver.com
Kristen Satkowiak Corporate Executive Meetings Manager, East Region 303.571.9455 ksatkowiak@visitdenver.com
Kelsey Santistevan Association Executive Meetings Manager, West Region 303.571.9439 ksantistevan@visitdenver.com
Harry Emerson Convention Information Analyst 303.571.9425 hemerson@visitdenver.com
Hannah Jennings Coordinator, Convention Sales 303.571.9459 hjennings@visitdenver.com
Sophie Duyos Coordinator, Convention Sales 303.571.9407 sduyos@visitdenver.com
Bridget Bartlett Coordinator, Convention Sales & Denver Sports 303.571.9427 babartlett@visitdenver.com
DENVER SPORTS
Matthew Payne Executive Director, Denver Sports 303.571.9460 mpayne@denversports.org
DESTINATION SERVICES
Vikki Kelly, CMP Director, Destination Services & Events
303.571.9414 vkelly@visitdenver.com
Tiffany Eck, CMP Associate Director, Destination Services 303.571.9449 teck@visitdenver.com
Theresa Blankenau, CMP Citywide Manager, Destination Services 303.571.9428 tblankenau@visitdenver.com
Gina Gaytan, CMP Citywide Manager, Destination Services 303.571.9404 ggaytan@visitdenver.com
Jeremy Schwartz Citywide Manager, Destination Services 303.571.9421 jschwartz@visitdenver.com
Liz Perrott Manager, Destination Services 303.571.9464 lperrott@visitdenver.com
Daniel Gibbins Coordinator, Destination Services
303.571.9453 dgibbins@visitdenver.com
Emily Westphal Coordinator, Destination Services 303.571.9457 ewestphal@visitdenver.com
Janielle Holloway Assistant, Destination Services 303.571.9447 jholloway@visitdenver.com
MARKETING & BUSINESS DEVELOPMENT
Justin Bresler Vice President, Chief Marketing Officer 303.571.9408 jbresler@visitdenver.com
Carly Baldwin Manager, Graphic Design & Production 303.571.9469 cbaldwin@visitdenver.com
Emily Hall Manager, Marketing 303.571.9448 ehall@visitdenver.com
Brooke Bartlett Coordinator, Marketing 303.571.9486 bbartlett@visitdenver.com
Vacant Manager, Social Media COMMUNICATIONS & PUBLIC RELATIONS
Taylor Shields Director, Communications & PR 303.571.9450 tshields@visitdenver.com
Caroline Campbell Manager, Communications & PR 303.571.9451 ccampbell@visitdenver.com
Natalie St.Hilaire Coordinator, Communications & PR 303.571.9416 nsthilaire@visitdenver.com
WEB & CONTENT MARKETING
Salim Bourget Director, Web & Content 303.571.9478 sbourget@visitdenver.com
Kendall Akin Manager, Web Marketing 303.571.9446 kakin@visitdenver.com
PARTNERSHIP & FOUNDATION
MC Genova Associate Vice President, Partnership & Foundation 303.571.9440 mcgenova@visitdenver.com
Lauren Alexander Manager, Partnership Services & Events 303.571.9405 lalexander@visitdenver.com
Bridget Johnson Coordinator, Partnership & Workforce 303.571.9487 bjohnson@visitdenver.com
Melissa Ramirez Manager, Partnership Data & Systems 303.571.9481 mramirez@visitdenver.com
Harley Webb Coordinator, Partnership Advertising 303.571.9477 hwebb@visitdenver.com
TOURISM
Flavia Light Vice President, Chief Tourism Development Officer 303.571.9442 flight@visitdenver.com
Lisa Bruening Senior Sales Manager 303.571.9445 lbruening@visitdenver.com
Abby Schirmacher Manager, Cultural Tourism Programs 303.571.9423 aschirmacher @visitdenver.com
Kelly Nowlen Coordinator, Tourism 303.571.9422 knowlen@visitdenver.com
FINANCE & ADMINISTRATION
Jeff Ruffe
Executive Vice President, Chief Finance & Administration Officer 303.571.9413 jruffe@visitdenver.com
ACCOUNTING
Kelly Beren Director, Accounting
303.571.9409 kberen@visitdenver.com
Chase Lancaster Manager, Accounting 303.571.9431 clancaster@visitdenver.com
Valerie Farrell Assistant, Accounting 303.571.9437 vfarrell@visitdenver.com
HUMAN RESOURCES
Brenda Garcia Director, Human Resources
303.571.9412 bgarcia@visitdenver.com
Emily Narwold Manger, Human Resources 303.571.9452 enarwold@visitdenver.com
Denny Bayford Administrator, VISIT DENVER Office
303.571.9410 dbayford@visitdenver.com
INFORMATION TECHNOLOGY
John Ianni Manager, Information Technology 303.571.9424 jianni@visitdenver.com
Mark Merritt Manager, Information Technology 303.571.9456 mmerritt@visitdenver.com
Vacant Manager, Information Technology
